When your website, your online ordering, your photos, and your in-store experience look and feel like one brand, guests trust you. And trust is what makes them choose “Order Direct” instead of going to a third-party app. That’s a great restaurant branding.

When your restaurant feels the same everywhere your guests interact with you—on your website, online ordering, WhatsApp/Instagram agent, emails, and even packaging—your brand becomes easier to remember.

Memory → Trust → Preference → Action.
That’s how guests decide: “I know this place. I trust them. I’ll order direct.”

Restaurants already know this in-store:
The music, the décor, the plating, the menu layout… all consistent.

But online?

If your ordering page doesn’t look like your brand…
If your Google photos don’t match your website…
If your emails feel generic or AI-generated…

Then your brand starts to blur. And when guests don’t recognize you, they revert to the apps.
That’s revenue slipping away.

Let’s fix that.

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Set Your Brand Foundations

Fill this out once. Use it everywhere—website, ordering, emails, Google, WhatsApp agent, receipts.

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1) Your One-Liner

This is your brand’s north star. The sentence that tells guests who you are and why they should pick you.

Template:
For [who], [restaurant] is the [category] that [primary benefit] because [proof].

Example for a RAY client:
For busy locals, Chimba is the neighborhood grill that delivers hot, smoky Argentine food in under 25 minutes because our parrilla runs all day and we use direct-order-only delivery routes.

Use this everywhere: homepage hero, ordering, Google profile, emails.

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2) Your Three Brand Words

These keep every message aligned. If something you write or design doesn’t match all three—change it.

Examples:
bold / fast / handcrafted
warm / classic / generous
fresh / modern / honest

Your turn:
__ / __ / __

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3) Visuals

You don’t need a big rebrand. You need clarity.

Pick:

• 1 primary color (HEX): __
• 1 secondary: __
• 1 neutral: __
• Fonts: Headline __ / Body __
• Logos: full, icon, dark/light
• Button style: shape + color that repeats everywhere

Use the same assets on:
Your website, online ordering page, WhatsApp agent responses, Google cover photo, and email templates.

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4) Voice Rules

Branding isn’t only visuals—it’s tone, rhythm, and clarity.

Use these rules:

Do:

• Write with “you”, not “we.”
• Use short sentences.
• Use time promises: “Ready in 12 minutes.”
• Name the dish, not the adjectives.
• Be direct: “Order Direct: best price, fastest delivery, rewards.”

Avoid:

• Foodie clichés (“mouthwatering,” “scrumptious”).
• Vague promises (“quality ingredients”).
• Corporate tone.

Choose 1 signature line—and repeat it everywhere:

• Order Direct: best price, fastest delivery, rewards.
• Real [style] food. No shortcuts.
• Fast, fresh, and made for you.

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5) Imagery & Assets

You don’t need a photographer. You need consistency.

Do this setup:

• Phone camera
• Window light
• One background (sheet pan, butcher paper, wood table)
• No filters
• 1:1 crop (works on website, ordering, Google, Instagram)

Shot list (7 photos):

1. Three best-sellers
2. One sides/drinks group
3. One dessert
4. One team-at-counter photo
5. One branded bag or delivery box

Reuse these same 7 images everywhere.
This alone increases conversion because guests immediately recognize you.

Store everything in one folder named:
→ Brand Kit (logos, colors, fonts, 7 photos)
Share with your team + designers + marketing vendors.

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Brand Consistency Checklist

Run this once now, then every month.
If something doesn’t match your Brand Card → fix it.
Your direct ordering revenue will increase just from consistency.

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Basic

• Homepage matches the ordering page (logo, colors, fonts, button style).
• “Order Direct” benefits appear above the fold.
• Google Business Profile cover photo matches your hero image.
• Emails/SMS use the same CTA style and voice rules.

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Intermediate

• Menu item names are searchable (English/common first, authentic name second).
• Website photos match your 7-photo set.
• WhatsApp/Instagram agent answers follow your brand voice and signature line.
• Delivery packaging includes QR to order direct.

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Advanced

• All inserts inside bags drive to direct ordering (rewards, faster delivery, better price).
• Review replies: specific dish mention + one invitation back.
• Loyalty messaging matches your brand voice (not generic).
• Ads, posts, and flyers use the same colors, fonts, and signature line.
• Team knows the one-liner and uses it in conversations with guests.